When the UEFA Champions League (UCL) entered its knockout stages, excitement among football fans reached a fever pitch. To ride this wave of enthusiasm, Sony Sports Networks, in collaboration with M&C Saatchi and Scarecrow, unveiled its latest campaign, #SonaManaHai. This innovative marketing initiative centered around a touching father-son relationship, celebrating their mutual love for football.
A Heartwarming Narrative
The campaign film presented a scene familiar to many football-loving households. A father is seen engrossed in a late-night UCL game when he notices his son secretly trying to watch the match behind his back. What follows is a playful exchange, culminating in the father warmly inviting his son to join him on the couch.
Through this simple yet relatable storyline, we effectively conveyed the passion that unites football fans across generations. The underlying message was clear, when the UEFA Champions League is on, sleep takes a backseat!
Building on Past Success
In the past, the #SonaManaHai campaign made waves with a humorous take featuring actor Gopal Datt, who was hilariously mocked for dozing off during a UCL match. The theme struck a chord with die-hard fans who stay up late to witness Europe’s most prestigious club football action.
In 2020, the campaign took a more emotional approach, emphasising the cherished moments shared between a father and son, while retaining the lighthearted theme of prioritising football over sleep.
With international football gaining traction in India, Sony Sports aimed to position the UCL as a must-watch sporting event, further elevating its status among Indian audiences.
Why #SonaManaHai Stood Out
Emotional Connection: The father-son bond creates an engaging and relatable narrative for viewers of all ages.
Strong Brand Recall: Building upon the previous year’s campaign strengthens audience engagement and retention.
Star Power: Highlighting UCL as the only place to watch Cristiano Ronaldo and Lionel Messi compete added to the tournament’s appeal.
Mass Audience Engagement: The campaign attracted not just hardcore football enthusiasts but also casual sports viewers.
Social Media Impact: The hashtag #SonaManaHai encouraged fans to share their own late-night football experiences, fostering a sense of community among viewers.
The Impact of #SonaManaHai
Sony Sports demonstrated its expertise in crafting compelling sports marketing campaigns. By seamlessly blending humor, nostalgia, and passion, the #SonaManaHai initiative effectively built excitement around the UEFA Champions League in India. The campaign successfully reinforced the idea that when football is on, everything else, including sleep, can wait.